December 4, 2018
How To Actually Connect With Editors
If you think your inbox is bad, just imagine being an editor. Overflowing with emails from publicists about product launches, press events and story ideas, it can be hard to break through the noise when your best weapon is a catchy subject line. Well, I have a secret. There’s a better way to get your clients on their radar and develop a genuine relationship. What is it? Instagram. Yes, the same app you use to keep up with celebrity gossip, shop your favorite influencers’ looks and Insta-stalk that cute boy you met at the gym, can also help you make valuable connections for your PR career. Below are four things you can do right now to start building relationships with editors on Instagram!
Clean up your profile
I hope you did this well before you started even applying to jobs, but if you didn’t, it’s time to take the plunge. Since you’ll be connecting with editors, you want to have a fun yet professional appearance. It’s also a great idea to add your company to your bio, so editors can recognize you easier.
Go on a following spree
If you don’t want to mass follow every editor you’ve ever pitched at once (who does?!), you can gradually start following editors as you’re pitching them each week. Plus, while your on their account hitting that follow button, you can also check out their recent posts to customize your pitch. But more on that later.
Slide into their DMs
Okay, not like that. But you should interact with them! Like their photos when they pop up on your feed and comment and respond to stories when it’s appropriate. I think a good rule of thumb is to reach out when it feels genuine—like if they’re visiting your hometown, eating at your favorite restaurant or wearing shoes that have been on your wishlist for months.
Customize your pitches
Instead of diving straight into your pitch, customize the intro for each editor. Compliment them, ask a question, or even congratulate them on their engagement! Not only does it show you took the time to customize the email, but it can also lead to a side conversation that isn’t about work (proving that you are in fact a real human with feelings and not just a pitching machine).
Caitlin Topham is ACPR’s Junior Publicist and Christmas movie fanatic. You can find her sipping hot cocoa and baking Pillsbury Christmas tree cookies while watching classics such as White Christmas, Elf, Love Actually, Home Alone, and The Santa Clause.
Photo c/o Cassie Rosch, Photographer